Thoughts on Azamara's direction

[captainmcd]

I among many other cruise critic members are concerned about the course being taken by Azamara’s Marketing. We have complained about the price increases, the reduction in the discount for shore excursions, the removal of the harpist, and the introduction of art auctions. The addition of the Azamazing evening and the more liberal drink policy is an attempt to compensate for these changes.

It appears that Azamara is being put on a shorter leash by Royal Caribbean/Celebrity management to pay a greater share of operational costs. There is an economy of scale in ship operation. It is very difficult to justify the shoreside infrastructure needed to operate a ship. Not only do you need to have a marketing and reservation staff, but you need experienced marine professionals, deck and engineering officers, and steward/hotel management experience available around the clock. You need to produce a great brochure annually, as well as a number of fliers to mail out on a regular basis. This can make economic sense if you have a fleet of dozens of ships, each carrying thousands of passengers. It is very difficult for a two ship operation like Azamara to compete, and the changes we see are probably a result of this problem. I do not think it will be successful, and we will probably see a merger of small cruise ship operators in the future. But right now Azamara’s advantage is that they have great shipboard personnel. Perhaps they were able to attract the best of crew from their parent companies. I think they need to do whatever it takes to maintain a high degree of crew satisfaction. I feel qualified to comment on the crew not just as a fellow Azamara passenger, but also as someone who has been sailing commercially for over fifty years, most recently just a few weeks ago as the captain of a hospital ship classed as a passenger ship by BV and registered in Malta.

[CHEZMARYLOU]

We have cruised on Celebrity many times but not on Azamara yet so I don't feel qualified to comment on the direction of Azamara. We did like, and miss, the string quartet on Celebrity. Never liked the art auctions but find them easy to walk past. We sailed on all the classes of Celebrity ships from Zenith to Solstice class and like them all, they each have something to offer. We will have our 1st drink package on our next cruise but since we are primarily wine drinkers don't know how that will go. I suspect we will take advantage of the 30% discount to buy wine with many of our main courses at dinner. It will be a nice package in Cellar Masters.

 

We want to do a wine cruise through France and Azamara has the itinerary we want, especially since it will dock in Boudreaux. We will book it on board our NY cruise for 2015 and hope that the experience is what we expect.

 

In the mean time I'll be watching these boards for trends.

 

Mary Lou

[pacheco18]

I among many other cruise critic members are concerned about the course being taken by Azamara’s Marketing. We have complained about the price increases, the reduction in the discount for shore excursions, the removal of the harpist, and the introduction of art auctions. The addition of the Azamazing evening and the more liberal drink policy is an attempt to compensate for these changes.

It appears that Azamara is being put on a shorter leash by Royal Caribbean/Celebrity management to pay a greater share of operational costs. There is an economy of scale in ship operation. It is very difficult to justify the shoreside infrastructure needed to operate a ship. Not only do you need to have a marketing and reservation staff, but you need experienced marine professionals, deck and engineering officers, and steward/hotel management experience available around the clock. You need to produce a great brochure annually, as well as a number of fliers to mail out on a regular basis. This can make economic sense if you have a fleet of dozens of ships, each carrying thousands of passengers. It is very difficult for a two ship operation like Azamara to compete, and the changes we see are probably a result of this problem. I do not think it will be successful, and we will probably see a merger of small cruise ship operators in the future. But right now Azamara’s advantage is that they have great shipboard personnel. Perhaps they were able to attract the best of crew from their parent companies. I think they need to do whatever it takes to maintain a high degree of crew satisfaction. I feel qualified to comment on the crew not just as a fellow Azamara passenger, but also as someone who has been sailing commercially for over fifty years, most recently just a few weeks ago as the captain of a hospital ship classed as a passenger ship by BV and registered in Malta.

 

 

I had this very conversation with a veteran Azamara cruiser. I loved my Azamara cruise -- due largely to the wonderful on board experience. I have another booked and I purchased 2 open passages.

 

Going forward, however, Azamara should have some concerns. The wonderful on board experience is only going to take them so far. A key to Azamara's future success IMO is attracting passengers like myself who regularly sail O or other cruise lines. Azamara's biggest problem in that regard are its ships. I am an unabashed R ship devotee -- but small is not enough for most folks. The newer smaller ships have many bells and whistles (Viking Oceans, Riviera, Marina) and a new small Regent ship is being built. Oceania is doing a total overhaul of its 3 R ships to include many of the features popular on its O-class ships. And the way Viking is building river cruise ships, you can bet there will be more Viking ocean-going ships.

 

Azamara needs to seriously overhaul its ships to survive.

 

Further, two ships make for limited itineraries. Folks do not want to take the same cruise over and over. Azamara has had some unique itineraries in the past, but for 2015, by devoting so much time to charters, it is limiting choices -- especially for the well traveled. I have looked over the proposed itineraries -- 3 of the cruises from past years that I might have booked are gone. I am not sure I will find something I want to do when itineraries come out later today so I may pass for 2015.

 

I don't think it's the lack of harpists or the introduction of the awful art auctions that will make the difference. Of course, maintaining the wonderful on board "feeling" is key. But IMO going forward it's the ships and the available itineraries that Azamara needs to focus on if the want to remain competitive.

[nordski]

Going forward, however, Azamara should have some concerns. The wonderful on board experience is only going to take them so far. A key to Azamara's future success IMO is attracting passengers like myself who regularly sail O or other cruise lines. Azamara's biggest problem in that regard are its ships. I am an unabashed R ship devotee -- but small is not enough for most folks. The newer smaller ships have many bells and whistles (Viking Oceans, Riviera, Marina) and a new small Regent ship is being built. Oceania is doing a total overhaul of its 3 R ships to include many of the features popular on its O-class ships. And the way Viking is building river cruise ships, you can bet there will be more Viking ocean-going ships.

 

Azamara needs to seriously overhaul its ships to survive.

 

Further, two ships make for limited itineraries. Folks do not want to take the same cruise over and over. Azamara has had some unique itineraries in the past, but for 2015, by devoting so much time to charters, it is limiting choices -- especially for the well traveled. I have looked over the proposed itineraries -- 3 of the cruises from past years that I might have booked are gone. I am not sure I will find something I want to do when itineraries come out later today so I may pass for 2015.

 

I don't think it's the lack of harpists or the introduction of the awful art auctions that will make the difference. Of course, maintaining the wonderful on board "feeling" is key. But IMO going forward it's the ships and the available itineraries that Azamara needs to focus on if the want to remain competitive.

 

I think that, overall, this is a very good analysis.

 

Perhaps fortunately, we aren't so well-travelled as you so the itineraries are still attractive; however, I'm certain that those with more resources to cruise constitute a better demographic for ACC's future. Thus the need to remain competitive with lines such as Oceania.

 

As a sidebar, we have sailed twice on Viking River Cruises, and, although their new ocean ship appears quite attractive, we will remain agnostic concerning whether it will be a serious competitor to O and ACC. As well, witnessing the unique issues faced by river cruising, I'm not convinced that Viking's rapid expansion will necessarily be successful.

 

Thanks for the food for thought and for your previous excellent comparison of the two lines.

 

And I must remind myself that some policies, such as art auctions, are merely a means to an end: the economic success of ACC.

[pacheco18]

I too remain agnostic about Viking Oceans, although a bunch of luxury cruise regulars have booked their 2015 voyages

 

Viking's European river cruise reputation is not the best. It's ok -- but does not compare with eg Tauck, Uniworld, AMA or Scenic. Their strong point is China.

 

 

I do believe however that management is offering a very desirable product in its new Ocean cruises -- small ship, luxurious appointments (wow factor) and mostly inclusive. This is what many cruisers want. No telling what the on board experience will be like. I never buy the first year of a car model. LOL Let them work out the kinks and I look forward to some reviews from folks whose opinions I trust.

[Phxazzcruisers]

My main concern is with their itineraries. We love the on board experience and especially the crew on Quest. As mentioned above we have looked at the 2015 itineraries, anbd unfortunately, especially due to the large number of charters, it looks like we willnot be sailing on Azamara in 2015, as we have already done most of their locations several times. This makes me very sad indeed

[kiawahdon]

In my opinion ACC needs to differentiate itself with its itineraries in the marketplace. The '14 and '15 itineraries do not do that in my opinion. They should have longer itineraries that can be easily combined into B2B's and a lot more overnights. ACC's competitors do not do many overnights- it is a port every day- arrive at 7 and leave at 6pm. Longer cruises with more overnights will attract experienced, well-healed cruisers and save ACC fuel in the process. If ACC is to survive it has to differentiate itself from O and its other competition.

[captainmcd]

I agree with kiawahdon that Azamara has to find its niche in the marketplace, and itineraries and overnights are important in that respect. I know that small ships are appreciated by many of us. I know that in the Antarctic trade there are a number of companies with only one ship with a capacity of 100, so I know that it can be done. also there is a smaller curise ship that operates out of Tahiti with cruises to French Polynesian islands that survives. The key seems to be going to places that are not visited by the big ships. However I do believe that Azamara has to grow or be brought out by O or some other company if RCCI parent no longer wants to support it. It can not survive if it is to rely on art auctions, spas, and casinos to make it profitable.

[kiawahdon]

Today's edition of Seatrade Insider has an interesting article:

 

"Azamara's Bornstein goes, company squelches talk of more change"

 

Seatrade-insider dot com slash news

[pacheco18]

Today's edition of Seatrade Insider has an interesting article:

 

"Azamara's Bornstein goes, company squelches talk of more change"

 

Seatrade-insider dot com slash news

 

I think this is a big win for Azamara.

Her marketing strategy was a disaster.

She was the "bespoke" one.

[marinaro44]

I think this is a big win for Azamara.

Her marketing strategy was a disaster.

She was the "bespoke" one.

In full agreement on this one. I've been in favor of this since the BIG November announcement.

[nonrev1]

I agree. Her depature was long overdue. The words "Bespoke" and "Azamazing" need to be retired, too.

She had good ideas - but, they did not seem to fit the Azamara niche. They need to focus on retaining current and past loyal customers versus dropping their loyal base to focus on customers that will never switch over from the higher tier brands.

They also need to focus on their web site for accuracy. If the web site / information is not correct - they will continue to disservice customers.

[procter]

Obviously sorry for her as a person but if she was responsible for Azamarazing acation then I am glad she has gone.

Let us get back to what Azamara does best.

Great service staff and food and itineraries.

None of this Nespresso nonsense.

The best thing that could happen would be do away with

1: Free booze all day(keep it at meals ) soft drinks still free.

2: Champagne and caviar bar

3: Reduce prices rather than this endless stupid balcony for inside prices.

If there ever was a recognition that pricing was wrong for the market this is it!!!

4: Offer $50 per day per person credit for other drinks and if people wish to excess they pay for it.

5: Keep excursions but offer refund in onboard credit if not taken.

This was another stupid marketing idea.

How can you charge for non attendance at a FREE night.

 

Would welcome some other ideas but keeping website uop to date should be JOB 1

[pacheco18]

Obviously sorry for her as a person but if she was responsible for Azamarazing acation then I am glad she has gone.

Let us get back to what Azamara does best.

Great service staff and food and itineraries.

None of this Nespresso nonsense.

The best thing that could happen would be do away with

1: Free booze all day(keep it at meals ) soft drinks still free.

2: Champagne and caviar bar

3: Reduce prices rather than this endless stupid balcony for inside prices.

If there ever was a recognition that pricing was wrong for the market this is it!!!

4: Offer $50 per day per person credit for other drinks and if people wish to excess they pay for it.

5: Keep excursions but offer refund in onboard credit if not taken.

This was another stupid marketing idea.

How can you charge for non attendance at a FREE night.

 

Would welcome some other ideas but keeping website uop to date should be JOB 1

 

Plus 1 on every point you have made.

 

It takes a lot of courage to "go bacK' to what works after attempting to fix what wasn't broken in the first place (think Coca Cola)

Let's hope the folks at Azamara have that courage.

[Lottie A]

Hopefully this will be a positive move for Azamara and it can now go back to doing what it does best.....great destinations with overnight stays, wonderful food, included wine and soft drinks.....drop the "more inclusive" drinks and let us pay for what we want to drink but continue to offer drinks packages to those who want them, drop the ridiculous new pricing and then you won't have to "fire sale " when the cabins don't sell, drop the tacky art auctions and "bespoke" coffee and most importantly in my view.....let the fantastic officers and crew onboard run their own ships without having to refer to Miami when they want to make an important decision!

 

I would like them to keep the Azamazing evenings though.....I like them.

[captainmcd]

Hopefully this will be a positive move for Azamara and it can now go back to doing what it does best.....great destinations with overnight stays, wonderful food, included wine and soft drinks.....drop the "more inclusive" drinks and let us pay for what we want to drink but continue to offer drinks packages to those who want them, drop the ridiculous new pricing and then you won't have to "fire sale " when the cabins don't sell, drop the tacky art auctions and "bespoke" coffee and most importantly in my view.....let the fantastic officers and crew onboard run their own ships without having to refer to Miami when they want to make an important decision!

 

I would like them to keep the Azamazing evenings though.....I like them.

 

I agree 100%. I think that modern communication has made things difficult for the people running the ship. The shoreside establishment needs to justify thier jobs by micro-managing things that are better handled aboard the ship. I hope Azamara is listening to their avid fans here on CruiseCritic. We are now off for three weeks on the Journey. John

[LuAnn]

Today's edition of Seatrade Insider has an interesting article:

 

"Azamara's Bornstein goes, company squelches talk of more change"

 

Seatrade-insider dot com slash news

 

 

a link for this article? Thanks!! LuAnn

[kiawahdon]

a link for this article? Thanks!! LuAnn

 

Seatrade-insider dot com slash news

 

If I write it normally, there is a good chance CC will kick out the post.

[nonrev1]

I agree with you Lottie - I did enjoy the Azamazing Evening. But, they should call a rate increase what it is. Not say that they raised the rates to include more drinks and an Azamazing Evening. So - if we technically paid for the evening with our rate increase - then why would we be charged an additional 200.00 pp if we canceled late or no showed?

I agree with Pacheco (great analogy with Coca Cola) - go back to what works and worked very well.

The number of Nespresso drinkers is minimal, About Rose is too flowery and strong, we miss the harpist before you enter the dining room, the piano music in the evening in Mosaic, and we don't like the hawking of shots and drinks poolside, in the lounges and at dinner. We want the Azamara that we fell in love with and became very loyal to. This past year has brought a lot of changes that have caused us to rethink our future travel plans. We love the crew and the ships....it just seems that Miami has tried to change for the worse what was not broken.

[oddjob16]

Would be interesting to see what they will come up with now as Bornstein has left the "building". Obviously Larry Pimentel has seen some fiascos during his crusies and the direction ACC has now obviously needs some corrections. The AzAmazing evenings has been more or less 50/50 success/fiasco and the follow-up from ACC landside operations-(read Bornstein) has been faulty to say the least. She has built trademark, but it is time for new ideas. :)

[maryann ns]

My last Azamara cruise was in the good old days. None of the recent changes have made me more keen to book another.

[JHU]

My first Journey cruise was on its third voyage to Bermuda in 2007. It was the perfect ship for this wonderful destination: docked in both St. George and Hamilton. Second Journey cruise was on the last sailing before going "Club". At the Cruise Critic meeting, most of us told the staff that the physical condition of the ship needed to be upgraded to warrant the 25% increase in price.

 

As a solo cruiser, Azamara has really priced itself out of the range that I'm willing to pay. Also, I do not fly and there is usually only one round-trip US sailing each year and it's a repeat of the itinerary that I've already experienced.

 

Loved the officers and crew, intimate atmosphere, getting to know many of the passengers and the smaller size of the ship (no Allure or Oasis for me). Let's hope management listens to us. ;)

[Spursgirl]

I wish Ms Bornstein well in her future ventures but hope that the marketing strategy will revert to what we all love with the next incumbent.

 

IMO the jury is still out on the Azamazing Evenings. They seem rather hit and miss but I agree with other posters, potentially charging no shows for a free evening is ridiculous.

 

What we all want is a successful Azamara and I agree completely Lottie that Miami should leave all aspects of running the ships to the best crew at sea.

[Lottie A]

I wish Ms Bornstein well in her future ventures but hope that the marketing strategy will revert to what we all love with the next incumbent.

 

IMO the jury is still out on the Azamazing Evenings. They seem rather hit and miss but I agree with other posters, potentially charging no shows for a free evening is ridiculous.

 

What we all want is a successful Azamara and I agree completely Lottie that Miami should leave all aspects of running the ships to the best crew at sea.

 

Yes, I thought you might Hazel! :D

[Reggiefan]

Too much change. The aggressive sale of 2014 balcony cabins, indicating that the original price structure was too high. The release of 2015 itineraries showing more reliance on charters. And now the seemingly abrupt departure of Bornstein.

 

And eventually Azamara will have to go forward with the substantial upgrading of its ships, which was scheduled for late 2012 and which Azamara for surely financial reasons pulled back on.

 

I know little about the cruise industry. But something seems to be going on.